eCommerce News United Kingdom: Digital Wave & ChannelEngine team on marketplace data

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Digital Wave Technology and ChannelEngine have partnered to help brands and retailers manage and distribute product data across online marketplaces. The deal connects Digital Wave Technology's data platform with ChannelEngine's network of more than 1,300 marketplaces.

The arrangement is intended to address a common challenge for brands selling across multiple marketplaces, where product information, localised content and day-to-day workflows are often managed manually across separate systems. Under the partnership, product data managed in Digital Wave Technology's ONE platform can be sent through ChannelEngine's integrations to marketplace listings.

This is designed to reduce manual listing work and improve consistency in product information across channels. The combined offer also supports operational tasks tied to marketplace selling, including order management, pricing and performance monitoring.

Digital Wave Technology said its platform serves as a single master data foundation for product information and includes artificial intelligence tools for data enrichment and workflow automation. It highlighted WaveAgent as an agentic AI layer used to automate data enrichment, refine product content and support decision-making across workflows.

ChannelEngine specialises in connecting brands and retailers to marketplace and social commerce channels. Its network spans more than 1,300 global marketplaces, and its software automates listings, pricing, inventory synchronisation and order management while connecting with systems such as ERP, PIM, WMS and fulfilment software.

Marketplace pressure

The partnership comes as marketplaces play a larger role in online product discovery and sales, putting more pressure on brands to keep data accurate and consistent across a growing number of channels. Selling into multiple regions also requires localised content and close oversight of pricing, inventory and order flows, which can become difficult to manage when information is spread across different internal systems.

For retailers and consumer brands, the challenge is not only publishing product details to a marketplace but keeping that information governed as listings change and expand. In practice, poor or inconsistent data can lead to inaccurate listings, delays in launching products in new channels and extra day-to-day labour.

Both companies are positioning the partnership around that operational challenge. The combined system is designed to create a direct flow from internal product data to live marketplace listings while maintaining governance over the information being distributed.

Dan Mitchell outlined Digital Wave Technology's view of the problem.

"Brands and retailers are under pressure to rapidly scale across marketplaces while maintaining control of increasingly complex product data," said Dan Mitchell, SVP of Platform Strategy, Digital Wave Technology.

He added: "This partnership brings together a trusted data foundation and global marketplace connectivity, removing the heavy lift - allowing organizations to automate how product data is enriched, managed, and activated. The result is faster time-to-market, improved data quality, and the ability to compete more effectively across digital commerce channels."

ChannelEngine presented the deal as a combination of distribution reach and cleaner product information. Its marketplace network gives brands access to a wide range of sales channels, but listing quality depends on the quality of the source data being supplied.

"Marketplace growth depends on both strong connectivity and high-quality product data," said Matt Tomaszewski, Head of North American Partnerships, ChannelEngine.

He added: "By working with Digital Wave Technology, brands and retailers can strengthen their data foundation while seamlessly scaling their presence across our global marketplace ecosystem."

Wider context

The deal reflects a broader shift in commerce software, as vendors try to combine back-end data management with distribution and automation tools rather than treating them as separate functions. Brands selling through marketplaces increasingly need a single version of product information that can be adapted for different channels without repeated manual intervention.

Digital Wave Technology serves sectors including retail, consumer goods and health and wellness. ChannelEngine counts brands such as Samsung, Salomon, Jockey, Unilever, LG Electronics, Clarks and Nestlé among users of its marketplace integration platform.

The joint offer is intended to help organisations reduce manual processes, improve listing accuracy and expand marketplace reach while maintaining control over product information and brand consistency.